The use of large language models for marketing content translation and transcreation

Aquesta tesi explora l'ús de grans models de llenguatge per a la transcreació de continguts de màrqueting. Amb els ràpids avenços en el processament del llenguatge natural i l'aparició de models de llenguatge potents com ChatGPT i DeepL, hi ha un interès creixent per utilitzar aquests models per automatitzar el procés de transcreació. Aquest estudi pretén investigar els beneficis, els reptes i les aplicacions potencials dels grans models lingüístics en la transcreació de continguts de màrqueting, examinant el seu impacte en l'eficiència, precisió, creativitat i adaptació cultural.Esta tesis explora el uso de grandes modelos lingüísticos para la transcreación de contenidos de marketing. Con los rápidos avances en el procesamiento del lenguaje natural y la aparición de potentes modelos lingüísticos como ChatGPT y DeepL, cada vez hay más interés en utilizar estos modelos para automatizar el proceso de transcreación. Este estudio pretende investigar las ventajas, los retos y las posibles aplicaciones de los grandes modelos lingüísticos en la transcreación de contenidos de marketing, examinando su impacto en la eficiencia, la precisión, la creatividad y la adaptación cultural.This thesis explores the use of large language models for marketing content transcreation. With the rapid advancements in natural language processing and the emergence of powerful language models like ChatGPT and DeepL, there is a growing interest in using these models to automate the transcreation process. This study aims to investigate the benefits, challenges, and potential applications of large language models in marketing content transcreation, examining their impact on efficiency, accuracy, creativity, and cultural adaptation

Essays On The Use Of A/b Testing Among E-Commerce Practitioners

Randomized experiments – often called A/B tests in industrial settings – are an increasingly important element in the management of many organizations. While some firms have long had both the managerial and technical know-how to use experiments for making key decisions, new forms of software and internet infrastructure have dramatically lowered the cost of conducting A/B tests online, opening up the practice to an entirely new set of organizations. This dissertation studies the practice of A/B testing among this new wave of practitioners, characterized primarily as e-commerce businesses that have adopted new forms of low cost, easy to use, third-party experimentation software. The first two chapters of this document study A/B testing as its own distinct phenomena in digital business, answering questions about the prevalence of p-hacking among e-commerce practitioners and the nature of how firms use A/B testing software in the real world. The final chapter demonstrates how e-commerce firms can use A/B tests and recent developments in causal machine learning for improved customer targeting and price discrimination. As a whole, this work demonstrates the growing importance of A/B testing and causal reasoning as a key factor in the future of managerial decision making

Virtual Reality

At present, the virtual reality has impact on information organization and management and even changes design principle of information systems, which will make it adapt to application requirements. The book aims to provide a broader perspective of virtual reality on development and application. First part of the book is named as "virtual reality visualization and vision" and includes new developments in virtual reality visualization of 3D scenarios, virtual reality and vision, high fidelity immersive virtual reality included tracking, rendering and display subsystems. The second part named as "virtual reality in robot technology" brings forth applications of virtual reality in remote rehabilitation robot-based rehabilitation evaluation method and multi-legged robot adaptive walking in unstructured terrains. The third part, named as "industrial and construction applications" is about the product design, space industry, building information modeling, construction and maintenance by virtual reality, and so on. And the last part, which is named as "culture and life of human" describes applications of culture life and multimedia-technology

A study into marketing automation and its role in unifying the sales and marketing cycle within product-service systems B2B manufacturers

The economic and social landscape facing Small and Medium Enterprises (SMEs) today means that many are facing significant business challenges. B2B technology manufacturers are one group of small businesses that are now being forced to look for alternative management approaches to compete in their existing marketplaces due to increased competition and rising costs. Indeed, Servitization is considered by many B2B technology manufacturers and business practitioners as a possible solution. However, this shift towards Servitization has created new challenges for B2B manufacturers' sales cycles, which are now more prolonged and complex than traditional sales methods. This has led this research to examine the impact of Servitization on B2B SME technology manufacturers and how it affects their sales funnel. Additionally, the study examines the role of marketing within such organisations and the potential for Marketing Automation to optimise the alignment of Sales and Marketing activities in Servitized product-service systems (PSS). The specific aim of this DBA research is to “How can Marketing Automation optimise, integrate and evolve the sales cycle within B2B Servitized technology manufacturing businesses?”. The study uses a qualitative approach to gather data from 10 participants through semi-structured interviews. It follows a multi-case study approach, examining the sales funnel of five businesses and conducting further interviews with five Marketing Automation experts to discuss the challenges faced by these businesses and how Marketing Automation can help improve their processes. The data is analysed using template analysis to produce a detailed Sales and Marketing funnel framework that unifies Sales and Marketing functions and improves the existing funnel adopted by PSS B2B manufacturers. The findings acknowledge that there is a clear disconnection between Sales and Marketing alignment in PSS businesses and that Marketing Automation can play an important role in improving the challenges such businesses face in their sales cycle. The proposed master Sales and Marketing funnel framework represents an optimised way to align Sales and Marketing activities in Servitized PSS businesses. This study makes a significant contribution to professional practice by providing a framework that can be used to align Sales and Marketing activities in PSS businesses. The research also contributes to theory by providing new insights into the impact of Servitization on PSS manufacturers, the challenges that salespeople face in their daily work, and how marketing can help alleviate those challenges. Furthermore, this research has also identified a potential new area for future research to explore the integration of Marketing Automation with technical teams and post-sales activities

Semantic discovery and reuse of business process patterns

Patterns currently play an important role in modern information systems (IS) development and their use has mainly been restricted to the design and implementation phases of the development lifecycle. Given the increasing significance of business modelling in IS development, patterns have the potential of providing a viable solution for promoting reusability of recurrent generalized models in the very early stages of development. As a statement of research-in-progress this paper focuses on business process patterns and proposes an initial methodological framework for the discovery and reuse of business process patterns within the IS development lifecycle. The framework borrows ideas from the domain engineering literature and proposes the use of semantics to drive both the discovery of patterns as well as their reuse